Which way up is a Maxibon? Or down? Is the biscuit the top? Or is it the bottom? These are questions that have plagued mankind for eternity. (Or at least since 1999.) Despite this, the ‘Bon is about to get a whole lot stranger thanks to a collaboration with Netflix’s hit series, Stranger Things. Maxibon worked with long-time agency partner, SICKDOGWOLFMAN, to create the launch creative campaign which utilises a fun jumpscare to reveal the Upside ‘Bon.
With the premiere of the fifth and final season of Stranger Things, fans will now be able to theorise about ‘the upside-down’ in more ways than one, by tucking into a limited-edition ‘Bon – a white choc-flavoured slab loaded with cookie crumbs which is sandwiched between a dark chocolate biscuit on one end and a unique red-choc dip on the other end.
Created by independent advertising and design agency, SICKDOGWOLFMAN, the campaign leverages the Maxibon ‘Born Different’ brand platform to deliver an unexpected and stranger collaboration reveal that resonates with fans of Stranger Things.
The film builds up suspense with viewers as it heroes in on a freezer that has been taken over by the Upside Down, revealing the Maxibon Stranger Things Bon inside. The collaboration reinforces Maxibon’s approach to brand building by disrupting the ice cream category and creating moments for consumers to ‘maxi-bond’.
Says Eileen Whitta, marketing manager, Maxibon: “With Maxibon we always endeavour to be a culturally relevant brand, so it’s a real ‘pinch yourself’ moment to collaborate with the iconic Stranger Things for its final season. We know the Maxibon tribe are always excited to see a new ‘Bon hit the shelves, especially one that has both a new biccie end and a new choc end – which end will they eat first? The teams at SICKDOGWOLFMAN and Limehouse have delivered the unexpected factor to this campaign.”
Says James Orr, creative director at SICKDOGWOLFMAN: “We wanted to build on the suspense inherent in the show, and the release of the fifth and final season, and really pair it with the release of the new Stranger Things ‘Bon. It’s not every day you get to work on a collab with one of the biggest franchises in the world, and it was a huge effort from everyone at Peters Ice Cream and Limehouse. We’re really excited to finally see it out in the world.”
The integrated campaign features film, OOH, digital, and social executions made in collaboration with Limehouse, who painstakingly crafted a Maxibon-sized piece of the Stranger Things universe with the team at SICKDOGWOLFMAN.
Stranger Things 5 will debut in three volumes on Netflix: four episodes on Nov. 27, three episodes on Boxing Day, and The Finale on New Year’s Day in Australia.
